Now we read (thanks DMNews) that Circulation Managers are becoming known as Audience Developers.
I had numerous meetings at the recent ACCM conference with individuals about the evolution of jobs from "circulation" to "audience development".
Audience Development takes many forms.
- Renting or Exchanging names/addresses (with customer permission, right?) with competitors.
- Renting or Exchanging e-mail address (with customer permission, of course) with competitors.
- Developing audiences on Facebook, MySpace, Blogs, Forums, Twitter, etc. via audience participation, giving the audience something so that they have a relationship with you prior to having a need for your products/services.
Five or ten years from now, we'll be halfway through our transition from marketing to lists to developing audiences. Until then, this is a magical period where trial and error are the norm, a period where experimentation is highly encouraged.